Lab+9

**According to the slideshow by Sylvain Cottong, who is an employee at [], what is the definition of 'service design', and why is it so important? (5 paragraphs)**
Service design is about designing great experiences for users by focusing on the things that make up the experiences they have using a specific service. Service design allows designers to analyze and create the experiences that people get from their services. Service design is part of the human-centred design process because it focuses on creating the experiences that users have using a specific service. There are many tools and methods that are used in service design in an effort to create great experiences for users of a specific service. The following are some of the tools and methods that were discussed in Sylvain Cottong's slideshow: a customer journey map, service blueprinting and service prototyping.

A customer journey map shows the different things that happen to a customer while they are experiencing a service. It shows the steps the customers take and the feelings that they have at each step while they experience a service. Basically, a customer journey map outlines the experience a customer has while using a specific service. For example, a customer journey map can outline the experience a customer has while using the transit service.

Service blueprinting is a quantitative approach to analyzing a service. Service blueprinting provides a quantitative analysis of a service by analyzing the service's time, logical sequences of actions and processes, front stage interactions and back stage interactions based on Sylvian Cottong's slideshow. This service design tool provides a detailed outline of the different processes of a service. Using service blueprinting to outline the different processes of a dental clinic is an example of what service blueprinting is used for.

Service prototyping is about testing a service by trying it out. Service prototyping includes the following tools: scenarios, storytelling, storyboards and real world experience simulation as Cottong discussed in his slideshow. A scenario could be used to give an example of the experience that the user might get from using a specific service. Storytelling can be used to help designers setup an experience that a user might have from using a service. Storyboards help designers visualize an experice that a user might get from using a service. The real world simulation can also help designers visualize an experience a user might get from using a service. All of these service prototyping tools give designers ideas about what the users' experiences might be from using a service.

Service design is important because it focuses on creating great experiences for users by creating a service that users can be happy with. If a company designed a service well, the users of the service would be satisfied and that will increase the users' loyalty towards the company. This is why service design is important for a company that is providing a service. Service design can be used by a company to improve its service in order to gain competitive advantage over its competitors.